crumbl

By: Grace Wright

Recipe-

Ingredients

▢ 1 1/2 cup butter, softened

▢ 1/2 cup granulated sugar

▢ 1 1/2 cup brown sugar

▢ 2 egg

▢ 1 1/2 tbsp vanilla extract

▢ 4 cups all purpose flour

▢ 1/2 cup cocoa powder

▢ 2 tsp baking soda

▢ 1 tsp salt

▢ red food coloring

▢ 2 cup white chocolate chips

Instructions-

Preheat the oven to 350°.

Cream together the butter, granulated sugar and brown sugar.

Add the egg and vanilla. Mix until light in color and creamy.

Add in the dry ingredients (flour, cocoa, baking soda and salt), mix into the dough. Mix until completely combined. The dough will be soft.

Mix in the red food coloring (add until it looks like the desired color), then fold in the white chocolate chips.

Use a 1/2 cup measuring cup to portion out the dough. Roll the dough and flatten them slightly. Arrange 6 cookies per cookie sheet. This will make 12 cookies.

Bake at 350° for 15-17 minutes – the cookies should spread slightly, crackle a little bit and the centers should not look shiny and wet anymore.

Allow the cookies to cool for at least 10 minutes on the pan before serving. Serve warm.

These cookies were pretty easy to make but there would be some modifications I would make. One, I would change when you add the food coloring. The dough is a thicker kind so when it said to add the food coloring last, I struggled. I couldn’t mix the coloring evenly throughout the dough, so it ended up streaky and not really red velvet. I would recommend adding the food coloring when you are mixing all the wet ingredients. This makes sure the food coloring mixes nicely and you can add some more in the middle of mixing the dry ingredients in if you want it more red.

I would also recommend mixing the chocolate chips by hand. Once again, because the dough is thicker my stand mixer struggled getting the mix evenly throughout the dough. This made some of my cookies to have no chocolate chips or some to have a lot.

Finally, I would recommend that if you don’t like huge cookies to make them smaller. I think they are good this big but for my family we just like smaller cookies so then you don’t have to break them apart if you don’t want that big of a cookie. My parents agreed that they would have enjoyed them more if they were smaller.

I would say these are pretty close to the ones from Crumbl, but Crumbl’s have a better texture and are more flavorfull. Overall, I really liked making these cookies and they were tasty. I think most people can bake them with ease with just a few adjustments.

Here is the link to the recipe I used:

https://cookingwithkarli.com/crumbls-red-velvet-white-chip-cookie/

By: Sylvia Yannsdottir & Maya Song

Image by Revoleikooc via Wikimedia Commons

Introduction to Crumbl

Crumbl is an extremely popular, and widespread cookie shop across the United States of America. With its vibrant appeal, fun flavors, and trendy advertising, it has become one of the most well known dessert places, with over 1 million desserts sold every single day.

Crumbl was based in Utah, and founded in 2017. Since then, it now has 1071 store locations across the United States of America.

What’s the appeal?

One thing that makes Crumbl truly unique is the flavor variety and creativity. The company is known for its weekly rotation of 6 new, fun flavors that come out every Monday. Crumbl is also widely known for keeping up with current trends.

Crumbl’s flavors are mainly inspired by popular existing treats, or candies, and the company frequently collaborates with exciting brands to come up with new flavors.

While they maintain a surprising variety of flavors, the company keeps one cookie the same every single week, the Classic Milk Chocolate Chip cookie, which was their first invented flavor.

Rise to fame

There are a lot of aspects to what has made Crumbl so remarkably well known, and to sum it up a mix of its innovative design, publicity, and its appeal have led it to its success.

When we analyze Crumbl’s design, one thing that stands out is the iconic pink box. Since the company started, desserts come in a signature bright-pink box, with the company’s well known logo on top. Aside from that, stores are also designed with bright, intriguing colors.

A key factor to the success of Crumbl is its publicity. Specifically directed towards younger generations, a huge wave of influencers across social media platforms post reviews, start trends, and add to the fame of the brand. Crumbl would not be the company it is today if it weren’t for social media platforms.

Lastly, its appeal. The typical Crumbl cookie is neatly and creatively decorated to correspond to its flavor. With all of the flavor options, it’s hard to resist trying one.

Criticisms

Whenever there is something new, and popular, there will always be something that needs improvement.

One huge criticism about Crumbl is the nutritional value. Although of course, it is a dessert company, it has a ridiculous amount of calories per cookie. One of the typical cookies has anywhere from 800-1000 calories, which is kind of insane if you think about it.

Typically, when you go to Crumbl you’d get a box of between 4-6 cookies, and indulging in this sweet treat can easily be up to 6,000 calories, which is almost double the amount of calories a grown person is encouraged to consume in a single day.

While it is known that desserts aren’t going to be the healthiest thing ever, it eventually gets to a point where it’s just too much. Along with that, there are thousands of content creators who’s pages are dedicated to trying, and reviewing Crumbl every single week. Not only does that normalize an extremely unhealthy habit, but it is rather concerning in general.

Aside from that, another thing that Crumbl could improve on is its pricing. A lot of people can agree that it’s rather overpriced for what it is. Oftentimes, a box of 6 cookies is $26. When you compare that to other places, it’s quite a bit pricier.

Competitors

Crumbl is not the first innovative dessert brand like this, and definitely won’t be the last. There are of course a lot of other dessert brands out there, but specifically there are a few that have reached a similar status as Crumbl.

One very popular dessert brand out there is Insomnia Cookies. Insomnia Cookies is a dessert brand that was founded back in 2003 in the United States, with over 150 store locations now.

Insomnia Cookies are known for having freshly baked goods, especially their cookies. Just like with Crumbl, there are a lot of flavor options, and typically their cookies are large, and have fillings in the interior of the cookie.

A few aspects that set Insomnia Cookies apart from Crumbl is the availability of the cookies. A big part of the brand is how it’s known for staying open until 3 in the morning serving its fresh cookies. Besides that, there’s a variety of other dessert options that come with the cookies.

Some people say that they prefer Insomnia Cookies over Crumbl cookies, because of the freshness, the more realistic nutritional value, and availability. Others would choose Crumbl over Insomnia Cookies because of the flavor variety, constant change, and because Crumbl is typically seen as a rare treat.

Personal Opinion

We would highly recommend trying Crumbl cookies. We say this because they are genuinely delicious, and it’s really fun to go try out new flavors with friends or family.

Although they’re not the best for you nutritionally, life is about balance and we believe it’s more than okay to have them occasionally.

Crumbl is an extremely innovative brand, has come really far, and has maintained its platform very well. It’s very exciting to think about what will come from it in the future.